Background

For 70 years, Care has been supporting women in developing countries to fight extreme poverty. But even if it’s a major NGO, Care’s activities are still widely unknown in France. We set 4 main objectives: the first was to reach as many people as possible, then to raise media awareness, thirdly to build a pool of influencers and the last, but not least, to engage a newly recruited audience.

Describe the creative idea

Each day, more than 300 million people share their stories on Instagram. But even though we all have a story to share, some of them deserve to be supported. Care France wanted to support women hit by extreme poverty, by putting them into the spotlight and raising awareness among French people. They created a unique experience: “Stories from the other side of the world”. The daily stories of 7 women, 7 lives far away from ours, published over a period of 7 days on @care_france. And above all, 7 stories that we never usually see on our Instagram feeds.

Describe the strategy

“Stories from the other side of the world” is a complete social media campaign. The main goal was to reach future potential donors by winning over a younger target audience. In November 2017, over the period of a week (from the 6th to the 12th), a new story about a woman on the other side of the world was released each day. To support the campaign, Care invited more than 130 celebrities and influencers to donate their own Instagram stories and post those about the women instead. Among them, the French actor Pierre Niney, Caroline de Maigret, the former Miss Frances Alexandra Rosenfeld and Flora Coquerel, the presenter Ophélie Meunier or the very popular influencers Noholita, Sananas and EnjoyPhoenix.
All the stories are available on: https://www.instagram.com/care_france/

Describe the execution

In order to best portray their reality, but also to respect the Instagram codes, two documentary filmmakers went over to meet each woman in person and help them record their everyday lives with smartphones. Just like any other Instagrammer would do in France. The stories were published on Care France’s Instagram account from the 6th to the 12th November 2018 and shared by more than 130 female influencers, who’d accepted to donate their day’s Story.

List the results

In just one week, “Stories from the other side of the world” generated 4.6 million views (64% organic), +280% donations and 13k followers for the @care_france account, making Care France one of the most followed NGOs in France. These were remarkable results for an advertiser who wasn’t at all in the habit of communicating in France.